Growing usage in key markets and driving positive sentiment for the food delivery brand in North America.
Uber Eats (UE) partnered with Digital Media Management to create and execute a multi-phased influencer program to grow usage of existing customers in key markets and provide support for priority UE brand partnerships within the United States and Canada.
Our multi-layered approach allowed us to identify and collaborate with a diverse group of ‘always-on’ ambassadors to support ongoing brand awareness throughout the year, allowing opportunities to learn and tweak the program each quarter, while simultaneously supporting priority partnerships and new market launches via one-off pulse campaigns.
Some ambassadors were multi-purposed for relevant pulse campaigns, maximizing efficiencies to the overall activation process and annual budget.
All activations included a paid amplification layer to optimize reach within specific target markets, as well as lower the overall CPM.
In total, we partnered with 50 individual influencers across 1 ambassador program and 7 pulse campaigns to generate 100+ pieces of branded content. Collective organic and paid promotion resulted in 15M impressions, 900K engagements and a 6% engagement rate.
Leah Allyannah (@leahallyannah)
Channeling Finals stress had me craving comfort food, so I had @ubereats bring me popeyes >> just something about food that gets me through college… especially having it delivered right to my apartment!! #ad What’s your #ubereats go-to during finals?
#ad Il y a des matinées comme ça où nous avons juste envie de rester au lit bien emmitouflé au chaud. Pour endurer ce plaisir il n y a rien de mieux qu’un brunch ‘healthy’ commandé à travers l’application @ubereats_canada. Le choix est énorme, il y’en a pour tous les goûts. Finalement, mon mari et moi avons opté pour des toasts avocat, un bol de granola et des gaufres bleuets et cacao pour une note plus sucrée. C’était un délice! #UberEats @taniastrattiphoto
Valeria Harris (@valeriaharris__)
Thankful that Ali and I can order coffee or matcha latte from bed on @ubereats #ad. 🍵Gives us time to prepare breakfast together! 🥞🍒And honestly there is nothing better than having a relaxed weekend morning with your partner and breakfast in bed. 😜 How do you enjoy your mornings? ✨✨#UberEats
Huge thanks to my friends at #UberEats for hooking me up with some awesome gear surrounding the #ubereatsdrop of the McRib! Now exclusively available on the @ubereats app! #ad
Sarah Nicole Landry (@thebirdspapaya)
Sure, going out is fun. But have you ever tried STAYING IN? I think our minds exploded when we realized how much we could order in so we could stay in by using @ubereats_canada Yes, even popcorn, nachos and ice cream. 16 year old me is really proud of 33 year old me. I feel that.
Simply order on the @ubereats_canada app, and track as it comes straight to your door (this is key when we’re ordering that ice cream and kids are asking “Mom, when’s it coming??”). Took me maybe 1 minute to order and it was delivered way faster than we expected.
Settled in with our snacks and enjoyed a movie ON OUR COUCH (again, that staying in… ooh it’s good). Check out my stories for our full food haul and more! #UberEats #ad
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